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Hello Alastair, You have two issues to be concerned with: 1. Dilution of content, as you described above. 2. Dilution of pagerank, as Blue Corona described above. There are several approaches to consider that deal with both issues: 1. Don't worry about it because it's only 120 products/links. Pros: easy. Cons: Not optimal, and product catalog may continue to grow. 2. Create "Silos" in which only other products from that category are linked to, rather than the entire product catalog. Cons: Could be confusing to users when navigating the site. Pros: Effective SEO strategy in some cases, and would reduce the amount of product URLs linked to from each product page by about 1/5 (assuming an ~equal category distribution of products). Also, the links would be more relevant to each product page from which they're being linked - and would probably contain more relevant keywords than other categories, limiting dilution of content. 3. Rather than siloing by category, add a navigation for Top Products (or similar) so you can choose ~25 of your top products (by whatever metrics make sense to the business, such as mark-up, demand, stock...) to boost with internal pagerank distribution (or "link juice" as it was put above). 4. Don't link to any products in the navigation and instead focus that pagerank into category pages, which you then optimize by adding helpful content and dealing with typically rampant pagination/canonicalization issues those pages have. Those category pages, once optimized, will funnel some of the pagerank into the product pages. I like options #3 and #4 the best for most sites, but then most sites I work on have far more products to deal with.

Hi Al! Just a note on alternate tools to check rankings—you can actually get your rankings whenever you'd like using the Rank Tracker Research tool in Moz Pro.